What we know about targeting vs reach

Speed Read

Targeting is a classic marketing exercise. But recent literature places more emphasis on reaching broad numbers of people. Tight targeting can benefit short-term activation campaigns, whereas reach can be favourable for long-term brand-growth strategies. Technological developments in the digital media environment has also led to hypertargeting which can ultimately be detrimental in some circumstances. Programmatic is driving advances in targeting technology, and has seen the emergence of dynamic creativity. An emerging form of targeting involves intercepting consumers at the optimum time through 'moment marketing'.

Definition

Targeting concerns advertising that has a narrow focus and refers to the practice of advertisers attempting to reach (target) a specific, desired consumer audience.

Reach in this context refers to a strategy that prioritises reaching a wide audience, potentially including consumers not currently in the market for the advertised product.